In a stunning fusion of style and strategy, MOONTON Games and luxury jewellery brand Fairrie have struck gold — quite literally — at the 2025 Drum Awards for Marketing APAC. The duo clinched Gold in the Gaming category and Silver in Partnerships or Collaboration, celebrating their groundbreaking campaign at the M6 World Championship, the latest global esports showdown for Mobile Legends: Bang Bang (MLBB).
The recognition marks a milestone not just for the two companies, but for the growing trend of non-endemic brands entering the gaming and esports space in bold, innovative ways.
💍 A Luxe Play: Fairrie Reimagines Jewellery Through Gaming
Rather than follow traditional luxury branding routes, Fairrie made its industry debut by diving headfirst into the esports scene, partnering with MOONTON Games to launch during M6 — MLBB’s premier global tournament — held at Suntec Singapore Convention & Exhibition Centre in late 2024.
The campaign was more than a sponsorship; it was a creative collaboration, featuring jewellery collections inspired by iconic MLBB heroes and in-game milestones. Fairrie didn’t just sell luxury — it celebrated gaming achievement by awarding championship teams with custom medals, exclusive rings, and Swiss-crafted M Series watches.
And the results? A 6% conversion rate, triple the jewellery industry standard — a powerful signal that today’s gamers value authentic brand stories as much as performance and prestige.
📊 Turning Engagement Into Impact
Fairrie’s presence extended far beyond the main stage. During the M6 Carnival, the brand transformed its retail space into a full-fledged MLBB-inspired experience, complete with eXtended Reality (XR) elements that allowed fans to interact with their favorite heroes and in-game environments.
- 16,000+ on-site attendees engaged
- $14 million USD in media value generated
- 15 billion impressions across broadcast and social media
From trophy design to immersive booths, Fairrie lived and breathed the MLBB ethos, further validating the brand’s ability to resonate within gaming culture.
🗣️ Industry Leaders Weigh In
Ringo Lung, Senior Regional Esports Sales Manager at MOONTON Games, reflected on the partnership’s success:
“The M Series isn’t just a tournament — it’s a cultural phenomenon. Fairrie’s campaign at M6 proves that non-endemic brands can thrive when they engage gamers authentically. We’re proud to set the standard for what brand collaborations can achieve in esports.”
Julius See, CEO of Fairrie, shared similar sentiments:
“Our entry into esports was more than a launch — it was a leap of faith. MLBB gave us the platform to tell meaningful stories through jewellery. The response from the gaming community has been nothing short of phenomenal. And yes — we’re already preparing something special for M7 in Jakarta next year.”
📈 MLBB’s Unstoppable Momentum
With over 1.5 billion downloads and 110 million monthly active users, Mobile Legends: Bang Bang continues to dominate the mobile gaming space. The M6 World Championship alone drew over:
- 85 million hours watched (HW)
- 4.1 million peak concurrent viewers (PCV)
It capped off a historic year for the MLBB Professional League (MPL), which recently became the first mobile esports league to surpass 1 billion hours watched.
Looking ahead:
- MLBB Mid Season Cup (MSC) returns in July 2025 at the Esports World Cup (EWC).
- The M7 World Championship is slated for January 2026 in Jakarta, Indonesia — a country where MLBB has consistently pulled over 100 million HW per season.
🤝 What This Means for Future Brand Collaborations
Fairrie’s triumph at The Drum Awards showcases how luxury and lifestyle brands can authentically embed themselves in the world of esports, especially when aligned with titles boasting massive reach like MLBB.
This campaign redefines what’s possible when brands move beyond surface-level sponsorships and create immersive, story-driven experiences tailored to gaming audiences.
